市場(chǎng)營(yíng)銷案例-摩托羅拉

1、第六組組員：黃彬彬、吳宇恒、張?zhí)N妍、Motorolas an integrated marketing communications plan for itDiscussion Questions1. If you were to design an integrated marketing communications plan for the Moto in the United States, using billboards, the Internet, radio, and print, what features and benefits of the cell phone wou

2、ld you play up in each of these media? Why? What needs to be consistent across the media? What could differ?2. Next, how would you modify your plans to promote the phone in China? In Finland (home of Nokia)? In Brazil (big youth market)?3. Has Motorola “succeeded”? Do you consider it or its phones t

3、o be “cool”?Motolora in FinlandMotolora in Brazil Motolora in AmericaMotolora in China1234Succeeded and cool5Droid, EnjoyMotorolas new phone series Droid seriesAmerican MarketHigh consumption powerAccepting new productCaring about brand, quality, safety of productMotolora in AmericaLarge market shar

4、eStrong brandMaking the message be consistentPowerful function, fashion design, high quality and good serviceDroid, EnjoyMotolora in ChinaBackgroundBrand Competitiveness2003：the first one2004：the second after 2005：the third after and modify the planEstablish a better brand image：Energetic and Fashio

5、nableMoved consumers：Concerntrate on Consumer Wants and NeedsBalance the cost and the price：Use the promotion toolsMake the sales channel more convenientMotolora in FinlandBackgroundHome of has ：50% of the mobile phone marketmodify the planAdvertisements：Energetic and FashionableMarket Positioning ：

6、mid-range and low end markets Sale strategy：small citiesgames for mobile phonesMotolora in Brazil BackgroundThe second largest market Has a factory in JaguarinaQ8modify the planPersonalize designAdvertisement：Jay Chou Integration of brand：Technology and brand（ZN5）Build own marketing networkIt has not succeededAlthough managers had put Motorolas boxes in the window, its only appearances.When using the concept of IMC, the messages are the same in content and similar in exe